Is AI Changing Content Marketing?

Is AI is Changing Content Marketing

Artificial Intelligence (AI) in content marketing helps hit the sweet spot of relevant content served to the right audience at the right time. With the capability of finding the best ways to engage audiences, AI promises to disrupt the businesses by serving content that consumers want.

AI received substantial commercial success with companies like Google, IBM, and Amazon driving it. However, many tech companies have started developing better ways to interact with consumers digitally. Converting casual visitors into potential consumers requires rich experiences. And, that experience can be delivered through content that keeps them engaged in the best way.

To engage with your brand, consumers need captivating and informative content that serves their interests. But considering time and the quantity of content to deliver, sifting through it manually to find out what works at each step of the buying cycle is pretty much impossible for any marketer.

AI could improve your sales with inspirational content developed in just a few minutes. The ability to analyse and sort videos, images and textual content makes it easier to search the right content when needed. AI ensures that you could spend fewer hours in searching and more in keeping up with your customers.

Also Read: The Audio Generation: We Are Listening to More Content Than Our Parents Do

With AI becoming an integral part of the business expansion, the technology seems to leverage the economy in multi-trillion dollars potentially. By 2030, the global contribution of AI is expected to scale beyond USD 15 trillion with the Middle East being one of the key players in the economy. While Saudi Arabia is expected to gain the most from AI adoption, many gulf countries like UAE, Bahrain, and Egypt are likely to have a significant contribution as well.

Forbes Insights Managing Director William Thompson shared his views on the future of AI in the Middle East: “One of the things we found is that AI is a hard problem globally, but the Middle East is very much keeping pace with its rivals. You’ll find that there are more full implementations of AI within divisions of companies in the Middle East than we see anywhere else in the world.”

How AI has Contributed to Content Marketing

The way Google’s search algorithm functions is based on an AI system called RankBrain that interprets the terms used to search for related content. It processes the semantics of searched keywords and delivers the results in a way it understood what you’re looking for. The system breaks down the content and suggests tags for each of them, which makes the search experience more accessible. For a more personalised search experience, it indexes the content by analysing the past search behaviour of the consumer and predicting possible interests likely to engage them.

Another great platform that highlights the smart use of AI in content management is Automated Insights. The Associated Press, a renowned US-based news agency, uses Wordsmith, a natural language generator (NLG) that promises to develop insightful narratives from the data fed to it. The AI-enabled platform helps the news agency to generate reports on corporate revenue. The ability to deliver stories and perform real-time updates is at an unprecedented high as compared to the reporters.

NLG technology is analogous to natural language processing (NLP), natural language understanding (NLU) and computational linguistics. It mines on comprehensive data, scans data points, identifies patterns, and generates a verbal or written narrative that closely suits human understanding. For instance, a journalist was able to design a map of an earthquake-hit area depicting the epicentre by using content generation algorithm within just 8 minutes of the incident.

Also Read: How Content Can Power Your Marketing Automation

What if an algorithm could help you make your business website without writing a single line of code? It may sound futuristic, but interestingly AI has got us covered. Wix ADI, HeyLeia, Jimdo Dolphin are some of the top AI-enabled website creators. They take user opinions, and within a matter of few minutes, they Twitter bots have been received some bad rap ever since the issues of racism and socio-politics flooded the platform. However, not all bots are malicious, and a few can be helpful at times to publicise the content. Bots have a significant presence on social media where marketers utilise their automation, creativity, and responsiveness to gain organic traction towards content. One of the popular bots, Tweet Attacks Pro, is said to have human-like creative edge and responsiveness. Though algorithms may help marketers in automated content management, many people are dubious about their uses.

With over 5 million property listings and numerous travel services, Airbnb has managed to create the best of the relevance of search results. The company does not depend on a single protocol, instead of a multitude of algorithms to make a predictive analysis that the hosts may accept the visitor’s booking request. The algorithmic models, for example, gradient boosted decision tree (GBDT model), LambdaRank, are programmed to train itself while interacting with the booking processes and search history of users.

Besides, the AI system allows hosts to manage booking prices every day with a likelihood of being rented and gain visitor’s traction.

A digital landfill is an enormous mess. Most of the data-driven companies have massive records of information that are stored randomly and managed manually. This approach has polluted the space with undesirable data, also called ROT (Redundant, Trivial, Obsolete). Also keeping data under the retention policy for a prolonged period could be unlawful. Searching necessary historical data or sorting them by identifying manually is a menial and time-consuming task. This is where AI plays its part in metadata enrichment. When the bulk of data is fed into AI-driven content service platform (CSP), the insightful algorithms identify, classify and filter out the relevant data. For instance, it can differentiate between contract, resume, invoice, and correspondence. Eventually, this allows the user to permanently remove unwanted files and retain all relevant copies in a way that can be easily searched later.

Also Read: Content Marketing – The Middle Eastern Story

When it comes to music and film productions, AI has managed to tap in a massive audience worldwide. Netflix uses analytics, predictive, and recommendation models and delivers content that suits consumer’s interests. The algorithm keeps track of everything a user performs on the platform — for instance, date and time of access, browsing behaviour, genres that engage them. Personalisation of artwork by Netflix is one of the best ways to get user traction. For instance, if you have recently watched a reality make-over show like Queer Eye, the thumbnail image for Brooklyn Nine Nine, a completely different genre of show, is Captain Raymond Holt, an LGBTQ character from the show. Spotify has a similar execution of AI but with different approach.

It’s safe to say that the advent of AI in content marketing has delivered lucrative results for businesses so far. Whether it’s about managing corporate data or personalising movies and songs, AI’s vision has always been to free humans from repetitive tasks and automate content delivery. As a result, driving in consumers from the moment of engagement doesn’t only build brand loyalty, but also help to stay a step ahead of competitors.